Challenge

Tayari wanted to build a cross-border digital services platform connecting diaspora customers with essential services in Africa. Building the infrastructure independently would require integrations with multiple mobile operators, digital product providers, and service partners across different countries.

Solution

Tayari incorporated Reloadly into its service-delivery infrastructure, using its APIs to provide airtime, data bundles, gift cards, and other digital-value services. This allowed the platform to expand its digital product offering through a unified integration approach while focusing its development efforts on the customer experience.

Results

• Reached 5,223 users and 2,973 recorded transactions.
• Generated approximately 2,900 repeat users and $48,563.13 in cumulative GMV/revenue.
• Expanded its service footprint across markets including Zimbabwe, South Africa, Nigeria, and Kenya.

From Digital Services to a Broader Fintech Ecosystem

Tayari, built by KMG Vital Links, is a digital services and payments platform connecting customers in the diaspora with essential services across Africa.

The platform is built around a simple idea: sending money across borders isn’t always enough. Customers often want to solve a specific need for someone back home—whether that’s mobile airtime, data, electricity, groceries, healthcare, or a digital gift.

Tayari’s model focuses on service delivery, not just cash, giving customers a way to purchase and deliver useful digital services directly.

As the platform evolved, KMG Vital Links needed infrastructure that could support this broader vision without requiring separate integrations with numerous providers and operators across different markets.

Building a Unified Digital Services Layer

For an emerging fintech, connecting to multiple mobile operators, digital product providers, and service partners can create significant technical and operational complexity.

Tayari needed a way to integrate once and progressively expand the range of digital products and services available to customers.

Reloadly became an important part of that infrastructure.

Through Reloadly’s APIs, Tayari incorporated products including airtime, data bundles, gift cards, and other digital-value services into its wider ecosystem.

This aggregation approach allowed the team to focus its development resources on the customer experience rather than building and maintaining individual integrations across multiple markets.

Growing From an Early Platform Into a Customer Ecosystem

The platform has evolved significantly from its beginnings as KMG Vital Links.

What started around essential digital services and airtime has expanded into a broader fintech, remittance, merchant-commerce, and service-delivery platform.

Today, Tayari combines digital payments, service fulfillment, merchant infrastructure, reseller distribution, multiple provider integrations, and a WhatsApp-first customer experience.

The goal is to make complex financial and digital services feel simple: customers can start a conversation, identify what they need, provide recipient information, make a payment, and have the service fulfilled.

Digital services powered through its provider ecosystem form an important part of that underlying fulfillment layer.

Measurable Growth

Tayari’s growth provides a clear indication of customer adoption. The platform has reached:

• 5,223 users
• 2,973 recorded transactions
• ~2,900 repeat users
• ~1,800 validated live customer transactions
• $48,563.13 in cumulative GMV/revenue

The platform’s strongest established corridor has been UK-to-Zimbabwe, while South Africa-to-Zimbabwe has also demonstrated strong adoption. Its wider service footprint has extended across markets including Zimbabwe, South Africa, Nigeria, and Kenya. The approximately 2,900 repeat users are particularly significant for a transaction-based platform, demonstrating that customers are returning after their initial interaction.

Turning Digital Services Into Revenue

Digital products are also an important component of Tayari’s commercial model.

When customers purchase eligible products through the platform, Tayari can incorporate a commercial margin or service fee into the transaction. This turns digital services into both a customer acquisition channel and a source of transaction-based revenue.

A customer may initially use Tayari to send airtime or data, then return for additional services such as gift cards, utilities, merchant purchases, and other cross-border services.

This creates a broader customer journey: acquire through a frequent digital need, build trust through successful fulfillment, and retain customers by expanding the services available to them.

The Result

Tayari has demonstrated how aggregated digital infrastructure can help an emerging fintech expand its services without taking on the complexity of building every provider relationship independently.

With Reloadly supporting part of its digital fulfillment infrastructure, Tayari has grown to 5,223 users, 2,973 transactions, ~2,900 repeat users, and $48.6K in cumulative GMV/revenue.

The platform is now evolving from an early digital services business into a broader cross-border ecosystem connecting diaspora customers, African consumers, merchants, resellers, and service providers.

For Tayari, the opportunity is bigger than moving money across borders. It is about making it possible for people to deliver exactly what someone needs, when and where they need it.